Wildfire takes on ‘boring’ B2B PR with sleep-inducing ASMR video

Tech PR agency Wildfire has launched the world’s first ASMR video using B2B content including whitepapers, webinars, and LinkedIn posts to put people to sleep.

The 45-minute video, launched in partnership with ASMR influencer WhisperAudios, promotes the need for B2B brands to get creative, avoiding tired content that “bores customers to sleep”.

Triggering an Autonomous Sensory Meridian Response, ASMR videos have become a popular way to fall asleep at night, stimulating a relaxing sensation known as ‘tingles’.

The video forms part of a wider ‘B2Bold’ campaign from Wildfire, encouraging B2B brands to get creative and dispelling the myth that B2B buyers solely rely on cold, unemotive decision making.

According to industry data shared by Wildfire, 70% of B2B buying decisions are emotionally led, while 48% of B2B buyers say they’re bored by the content and campaigns they see.

Commenting on the campaign, Debby Penton, MD at Wildfire, said,“B2B brands see creativity as some sort of risk, but it’s not. The bigger risk is churning out the same boring content that your customers have seen a thousand times before. In a market as complex and crowded as B2B tech, the real enemy is mediocrity. Fail to be memorable and people will switch off.

“And I get it. Faced with limited budgets, creativity feels risky and a lot of hard work. But brands need it now more than ever. B2B campaigns that are emotive and creative are not only the most memorable, they’re also the most effective at driving business results.”